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TOTAL LICENSING
TOY LICENSING 08
With the UK Toy Fair 2008 almost upon us, we took the Do you believe that the toy indus-
time to ask some leading lights involved in toy licensing
try in coming years will be more or
less reliant on licensed characters?
their opinion on some of the key issues affecting the
Why?
marketplace.
Natasha Crookes: “With more
than 60 per cent of toys reportedly
using a license and the market for li�
Our contributors come from three different sides of the censed toys growing by 12 per cent
industry – a broadcaster, a licensee and Toy Fair itself.
between 2005 and 2006 (as opposed
to an overall growth in the toy market
Natasha Crookes is Fairs and Events Manager for the
of five per cent), there is no doubting
British Toy & Hobby Association and, as such, is respon-
the powerful and profitable link be�
sible for Toy Fair. Anna Hewitt is Head of International
tween the licensing and toy industries.
�ou only need to look at TRA’s Dream
Licensing for BBC Worldwide, and Emma Sherski is Mar- Dozen toys (2007), where half were
keting and Licensing Director at Vivid Imaginations.
based on licenses: DoctorDoctor Who, Trans�
formers, Roary the Racing Car, InIn thethe
Night Garden and Are �our Brighter
TL: Over recent years some toys, ements they expect it could ultimately
Than A Ten��ear Old?
for example Bratz or LEGO, have affect the brands core business”.
Although licensed toys are going from
formed the basis of very success- Emma Sherski: “Big brands can def�
strength to strength, the industry as a
ful brand extension/licensing pro- initely become long term evergreens
whole is tremendously innovative and,
grammes. Do you see this trend and sustainable by extending into new
thankfully, does not have to rely on li�
continuing and, if so, why? product development and licensing.
censes to be successful”.
Natasha Crookes: “The wonderful Bratz has had a phenomenal growth
Anna Hewitt: “ItIt willwill dependdepend onon
partnership between toys and licens� aided by direct to DVD movie re�
the quality of character brands that
ing has seen massive success stories. leases, magazines, publishing and more
are developed, however I do believe
Lego being one. Lego’s brand exten�
sion has worked because its prod�
uct had a solid reputation and it was
paired with licenses that have strong
identities. Lego Star Wars is thethe com�
pany’s second biggest franchise in the
UK and it has more recently taken on
the Indiana Jones license, showcasing
at this year’s Toy Fair, which I’m sure
Natasha Crookes
will share similar success.
The trend will continue as long
as the partnerships between
the toy and license are right. A
strong product can turn a toy
into a brand in its own right”.
Anna Hewitt: “ ��eses II dodo thinkthink
this will continue as long as the
product extensions reflect the
essence of the brand and don’t
recently a live action movie. If you take that the toy industry will always be
stretch the brand too far. Con�
a brand like Crayola, the long term looking for new and unique charac�
sumers are much savvier when
growth opportunities have come from ters that they can combine with fun
it comes to marketing activities
constant product innovation which and innovative products that can take
these days and are quick to re�
helps meet changing consumer fash� sales to another level. Characters are
alise if they are being taken ad�
ions and needs”. being generated from a wide range of
vantage of and if the product ex�
sources these days, the crazy frog and
tensions don’t deliver the key el�
60
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